Taking advantage of the upturn in international travel to Asia, the Singapore-based group Ascott continues to grow. World leader in long-stay accommodation, the parent company of the Citadines brand is preparing a record number of openings - 70 in all - by 2023. This is in addition to the 45 new establishments launched last year. But this expansion is also being driven by growing interest among travellers in the apartment hotel model. " The expectations and preferences of travellers are evolving in parallel with this growth trajectorysaid Tan Bee Leng, Ascott's Managing Director of Brand and Marketing. Our portfolio of brands caters for different travel preferences - from coliving and solo travel to a new city, to generational travel and relocation for work." .
Ascott is responding to an emerging trend, coliving, through its lyf brand, which is a crossroads between serviced residences, hotels and shared flats. This lifestyle brand, with its attractive communal spaces and community spirit, is based on the needs of the new generation of travellers to accelerate its growth. With around twenty establishments since its launch in 2019, lyf will continue to expand in Asia this year, with openings expected in Bangkok and X'ian, as well as its first lyf in Tokyo, in the Ginza district. The brand will also discover two new destinations: Malaysia with lyf Raja Chulan Kuala Lumpur and the Philippines with lyf Malate Manila and Cebu City.
While the brand has numerous projects in Australia - in addition to Melbourne, lyf stores are expected to open in Sydney next year, followed by Adelaide, Brisbane, Hobart and Perth - its future is also being written in Europe. Expected in Paris in the run-up to the 2024 OlympicsAscott's coliving brand will be making its continental debut this year in Austria, with the lyf Schonbrunn Vienna.
At the same time, the Singaporean group is basing its development on its Somerset brand, which focuses on multigenerational travel and will see around ten openings in 2023, mainly in Asia, but also in Vienna. What's more, Ascott is supporting its growth through Citadines, the most dynamic in its portfolio. More than twenty establishments are still on the programme for 2023. These include an apartment hotel close to Tokyo Haneda airport, the Citadines Harbour Front Yokohama, new establishments in Sydney and Citadines Jakarta in Asia, as well as in Amsterdam and Vienna. Vienna in Europe.
In addition to all these openings, there is also a renovation programme for several flagship residences in Europe, such as the Citadines La Défense Paris, which has just unveiled its new design after 18 months of work, and the Citadines Les Halles, which is also entering a rejuvenation phase. " Ascott entrusted us with the renovation of this large residence, Citadines La Défense, to create a modern and cosy atmosphere.explains Dominique Hottois, architect and founder of the Dinterieur architectural practice, which is in charge of the two projects. This concept will be completely different for Les Halles. We want each building to have its own DNA. ".
During the second quarter of 2023, the Ascott brand of upmarket residences will also undergo an overhaul of its offering, while continuing its development in China with several openings in 2023, in Sanya last January, then in Guangzhou and Suzhou. As for Oakwood, a brand acquired in 2022 which is extending Ascott's offer to Asia and the United States, its positioning will shift towards top-of-the-range 'bleisure'.
Earlier in the year, the Singaporean group's news was also marked by the launch of theannouncement end January of a future The Crest Collection residence in Paris, a long-term project which will see the Citadines St Germain des Près transformed into a luxury establishment by 2026. In the meantime, this prestigious brand, which until now has focused on France, will be expanding into Asia from the end of this year with the opening of Robertson House by The Crest Collection in Singapore.
